Short answer

Design AR marketing experiences that are not just functional but also emotionally resonant, focusing on aesthetic appeal, engaging content, and opportunities for users to learn or escape.

Field
Innovation & Design
Source
Journal of Enterprise and Development (2023)
Method
Quantitative Survey and Structural Equation Modeling (PLS-SEM)
Sample
230 participants
Evidence
Strong effect

Integrating elements of the experience economy, such as aesthetics, entertainment, learning, and escapism, within augmented reality (AR) marketing applications significantly enhances consumer satisfaction. This innovation & design research insight is drawn from a 2023 study published in Journal of Enterprise and Development. Using Quantitative survey and structural equation modeling (pls-sem) with 230 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Design AR marketing experiences that are not just functional but also emotionally resonant, focusing on aesthetic appeal, engaging content, and opportunities for users to learn or escape.

Study
Innovation & DesignRecentStrong effect

Augmented Reality Marketing Apps Drive Consumer Satisfaction Through Experiential Elements

Integrating elements of the experience economy, such as aesthetics, entertainment, learning, and escapism, within augmented reality (AR) marketing applications significantly enhances consumer satisfaction.

Journal of Enterprise and Development · 2023

01

Key Findings

  • 01Aesthetics positively influence entertainment, learning, and escapism.
  • 02Entertainment, learning, and escapism positively influence consumer satisfaction.
02

Application

Design takeaway

Design AR marketing experiences that are not just functional but also emotionally resonant, focusing on aesthetic appeal, engaging content, and opportunities for users to learn or escape.

How to apply

When designing AR marketing campaigns, focus on creating visually rich and interactive experiences that provide clear value through entertainment, education, or a sense of immersion.

Project actions

  • 01When designing an AR experience, think about how it looks (aesthetics) and how it makes the user feel (entertainment, learning, escapism).
  • 02Measure user satisfaction after they interact with your AR prototype.
03

Method & Evidence

AimHow do the principles of the experience economy (aesthetics, entertainment, learning, escapism) influence consumer satisfaction within augmented reality marketing applications?
MethodQuantitative Survey and Structural Equation Modeling (PLS-SEM)
ProcedureOnline questionnaires were distributed to smartphone users who had interacted with selected AR marketing applications (Shopee, Sephora, IKEA Place, Dulux, Kinder Joy). Data were analyzed using PLS-SEM to determine the relationships between experiential elements and consumer satisfaction.
Sample230 participants
ContextAugmented reality marketing applications in consumer goods and retail sectors.

Variables

IV["Aesthetics","Entertainment","Learning","Escapism"]
DV["Consumer Satisfaction"]
CV["Use of smartphones","Interaction with specific AR marketing applications"]
04

Strengths & Limitations

Strengths

  • +Utilizes a robust quantitative method (PLS-SEM) for data analysis.
  • +Examines a contemporary and relevant application of AR in marketing.

Limitations

The sample size might be too small to represent all user demographics, and the specific AR apps chosen might not be representative of all AR marketing tools.

Reliability & validity

The use of PLS-SEM and a sample size of 230 participants contributes to the reliability and validity of the findings. However, self-reported satisfaction can be subjective.

Think critically

To what extent can the findings regarding aesthetics, entertainment, learning, and escapism be generalized to AR applications in non-marketing contexts, such as education or healthcare?

05

Design Principles

"Design for experiential engagement: Integrate aesthetic, entertainment, learning, and escapism factors into AR applications to maximize consumer satisfaction."

As AR technology becomes more accessible, designers can leverage these experiential components to create more engaging and memorable brand interactions. This approach moves beyond mere product showcasing to foster deeper emotional connections with consumers, ultimately driving loyalty and purchase intent.

06

What This Means for Your Design

Making AR apps look good and be fun, educational, or a way to escape makes customers happier.

How to use in your project

  • 1.Use this research to justify the inclusion of experiential design elements in your AR prototype, arguing that they will lead to higher user satisfaction.
07

Add to My Project

08

Quick Cite

Paragraph starter

This study by Amanah et al. (2023) demonstrates that augmented reality marketing applications can significantly enhance consumer satisfaction by incorporating elements of the experience economy. Specifically, aesthetic design positively influences entertainment, learning, and escapism, which in turn lead to greater satisfaction. This suggests that for effective AR marketing design, a focus on creating visually appealing, engaging, and immersive experiences is crucial for fostering positive consumer perceptions and driving satisfaction.

09

Source

Journal of Enterprise and Development

The effect of experience economy on augmented reality-based marketing apps: a study of consumer satisfaction

journal · 2023

View source

Questions About This Research

What does the research say about augmented reality marketing apps drive consumer satisfaction through experiential elements?
Design AR marketing experiences that are not just functional but also emotionally resonant, focusing on aesthetic appeal, engaging content, and opportunities for users to learn or escape. Evidence: Journal of Enterprise and Development (2023).
Why does "Augmented Reality Marketing Apps Drive Consumer Satisfaction Through Experiential Elements" matter for design?
As AR technology becomes more accessible, designers can leverage these experiential components to create more engaging and memorable brand interactions. This approach moves beyond mere product showcasing to foster deeper emotional connections with consumers, ultimately driving loyalty and purchase intent.
How can designers apply this research?
Design AR marketing experiences that are not just functional but also emotionally resonant, focusing on aesthetic appeal, engaging content, and opportunities for users to learn or escape.
What were the main findings?
Aesthetics positively influence entertainment, learning, and escapism.. Entertainment, learning, and escapism positively influence consumer satisfaction.
What research method was used?
Quantitative Survey and Structural Equation Modeling (PLS-SEM) with 230 participants.
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2023 journal from Journal of Enterprise and Development.
What should I do differently in my next project?
When designing AR marketing campaigns, focus on creating visually rich and interactive experiences that provide clear value through entertainment, education, or a sense of immersion.
What are the limitations?
The study's findings are specific to the Indonesian context and the selected AR applications, which may limit generalizability to other markets or product categories.